The North Face continues Pride push amid LGBTQ+ marketing backlash

The North Face does not plan to bow to boycott pressure it is facing in the wake of an LGBTQ+ campaign. After the outdoors brand released its new Pride month collection this week, and included a video featuring drag queen Pattie Gonia, some consumers complained on social media. But The North Face responded with a message of inclusivity. “The North Face has always believed the outdoors should be a welcoming, equitable and safe place for all,” the brand said in a statement, noting that the Summer of Pride series is now in its second year and has helped “individuals from all backgrounds” experience the outdoors. “Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.” View this post on Instagram A post shared by Pattie Gonia (@pattiegonia) Many outdoors brands have been working to foster a more inclusive and accessible environment in recent years. For example, The North Face, along with competitors Patagonia and Arc’teryx, is involved with Opening Up the Outdoors, a movement to make the outdoors safer for everyone. In a section on its website labeled “Beyond a month,” The North Face notes that it supports Brave Trails, a nonprofit dedicated to LGBTQ+ youth leadership, and YouthSeen, an organization that supports queer, trans, Black and Indigenous People of Color year-round. Earlier on Wednesday, Target said it would remove some of its LGBTQ+ products after complaints, pointing to “volatile circumstances” and employee safety. The backtracking move prompted criticism from LGTBQ+ supporters such as California Gov. Gavin Newsom. In addition, some asked about the role of law enforcement amid such violence against businesses. Important question: is law enforcement playing any role in protecting Target stores? What a danger for society if we start allowing violent people to intimidate businesses and people with impunity. What a mess. https://t.co/u4JbmQ3y21— Phil Wahba (@philwahba) May 24, 2023 Speaking out against The North Face’s marketing efforts, some people on social media used “Bud Light” as a boycott verb, alluding to the Anheuser-Busch InBev beer label’s partnership with trans influencer Dylan Mulvaney, which resulted in lost sales and the leave of Bud Light executives. Despite the backtracking of marketers such as Bud Light and Target, The North Face is not alone in voicing its support. Earlier this week, after facing its own backlash, the Los Angeles Dodgers reissued its Pride Night invitation to LGBTQ+ nonprofit Sisters of Perpetual Indulgence. Check out the latest Ad Age events and award programs

The North Face continues Pride push amid LGBTQ+ marketing backlash

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